{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,27]],"date-time":"2025-10-27T20:38:39Z","timestamp":1761597519758,"version":"3.41.2"},"reference-count":55,"publisher":"Emerald","issue":"5","license":[{"start":{"date-parts":[[2014,6,3]],"date-time":"2014-06-03T00:00:00Z","timestamp":1401753600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2014,6,3]]},"abstract":"<jats:sec>\n               <jats:title content-type=\"abstract-heading\">Purpose<\/jats:title>\n               <jats:p> \u2013 The purpose of this paper is to propose a customer relationship mining system (CRMS) to analyze the data collected from franchisees and formulates a marketing strategy based on customer demand and behavior. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title>\n               <jats:p> \u2013 The system makes use of cloud technology to collect and manage data among the franchisees. An integrated approach of association rule mining and the neural network technique is adopted to investigate customer behavioral patterns and to forecast sales demand, respectively. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Findings<\/jats:title>\n               <jats:p> \u2013 The significance and contribution of this paper are demonstrated by adopting the CRMS in the education industry in Hong Kong. The findings led to the identification of student learning intentions such as course preferences, and the forecasting of enrolment demand in terms of demand forecast. It is believed that better resources allocation can be achieved and an increase in customer satisfaction is foreseeable. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title>\n               <jats:p> \u2013 The proposed CRMS could be applied to various franchising industries for effective marketing strategy formulation. However, since the data in this study are extracted from a specific industry, modifications may be required before the CRMS can be applied to other franchising industries. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title>\n               <jats:p> \u2013 This study presents a new application to convert data into useful knowledge, and provides useful insights for delivering strategic promotional plans under a franchising business model. Through the pilot study conducted in a franchising education center, the results demonstrate that the proposed CRMS is valuable in providing effective promotion to attract more customers, better preparation in resources allocation and more standardized methods to formulate marketing strategies in the franchising industry.<\/jats:p>\n            <\/jats:sec>","DOI":"10.1108\/imds-08-2013-0329","type":"journal-article","created":{"date-parts":[[2014,6,6]],"date-time":"2014-06-06T23:27:47Z","timestamp":1402097267000},"page":"711-733","source":"Crossref","is-referenced-by-count":14,"title":["Customer relationship mining system for effective strategies formulation"],"prefix":"10.1108","volume":"114","author":[{"given":"H.Y.","family":"Lam","sequence":"first","affiliation":[]},{"given":"G.T.S.","family":"Ho","sequence":"additional","affiliation":[]},{"given":"C.H.","family":"Wu","sequence":"additional","affiliation":[]},{"given":"K.L.","family":"Choy","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2020123103205039500_b1","doi-asserted-by":"crossref","unstructured":"Ahmed, S.R.\n                (2004), \u201cApplications of data mining in retail business\u201d, Information Technology: Coding and Computing, Vol. 2 No. 2, pp. 455-459.","DOI":"10.1109\/ITCC.2004.1286695"},{"key":"key2020123103205039500_b2","unstructured":"Aurini, J.\n                and \n                  Davies, S.\n                (2004), \u201cThe transformation of private tutoring: education in a franchise form\u201d, The Canadian Journal of Sociology, Vol. 29 No. 3, pp. 419-438."},{"key":"key2020123103205039500_b3","doi-asserted-by":"crossref","unstructured":"Baker, M.J.\n                and \n                  Hart, S.\n                (2008), The Marketing Book, Routledge.","DOI":"10.4324\/9780080942544"},{"key":"key2020123103205039500_b4","doi-asserted-by":"crossref","unstructured":"Cadez, S.\n                and \n                  Guilding, C.\n                (2008), \u201cAn exploratory investigation of an integrated contingency model of strategic management accounting\u201d, Accounting, Organizations and Society, Vol. 33 Nos 7-8, pp. 836-863.","DOI":"10.1016\/j.aos.2008.01.003"},{"key":"key2020123103205039500_b5","doi-asserted-by":"crossref","unstructured":"Cadez, S.\n                and \n                  Guilding, C.\n                (2012), \u201cStrategy, strategic management accounting and performance: a configurational analysis\u201d, Industrial Management & Data Systems, Vol. 112 No. 3, pp. 484-501.","DOI":"10.1108\/02635571211210086"},{"key":"key2020123103205039500_b6","doi-asserted-by":"crossref","unstructured":"Campbell, D.\n               , \n                  Datar, S.M.\n                and \n                  Sandino, T.\n                (2009), \u201cOrganizational design and control across multiple markets: the case of franchising in the convenience store industry\u201d, The Accounting Review, Vol. 84 No. 6, pp. 1749-1779.","DOI":"10.2308\/accr.2009.84.6.1749"},{"key":"key2020123103205039500_b7","doi-asserted-by":"crossref","unstructured":"Chadam, J.\n                and \n                  Pastuszak, Z.\n                (2005), \u201cMarketing aspects of knowledge-based management in groups of companies: case of Poland\u201d, Industrial Management & Data Systems, Vol. 105 No. 4, pp. 459-475.","DOI":"10.1108\/02635570510592361"},{"key":"key2020123103205039500_b8","doi-asserted-by":"crossref","unstructured":"Chan, C.Y.\n               , \n                  Lee, W.I.\n               , \n                  Kuo, H.M.\n               , \n                  Chen, C.W.\n                and \n                  Chen, K.H.\n                (2010), \u201cThe study of a forecasting sales model for fresh food\u201d, Expert Systems with Applications, Vol. 37 No. 12, pp 7696-7702.","DOI":"10.1016\/j.eswa.2010.04.072"},{"key":"key2020123103205039500_b9","doi-asserted-by":"crossref","unstructured":"Chang, P.C.\n               , \n                  Liu, C.H.\n                and \n                  Fan, C.Y.\n                (2009), \u201cData clustering and fuzzy neural network for sales forecasting: a case study in printed circuit board industry\u201d, Knowledge-based Systems, Vol. 22 No. 5, pp. 344-355.","DOI":"10.1016\/j.knosys.2009.02.005"},{"key":"key2020123103205039500_b10","doi-asserted-by":"crossref","unstructured":"Chen, I.J.\n                and \n                  Popovich, K.\n                (2003), \u201cUnderstanding customer relationship management (CRM). 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